Brian Solis makes a very good point about the need for a link between a social media platform and the goals of a business.
It is important to think carefully about this fit; the structure and format of each service necessarily appeal to different communities. Features such as anonymity also alter behaviours and content enormously.
This service, Passle, is built around easily communicating what you think. As a result, the companies and individuals that get the most out are those that are “all over” a subject; whether that be fintech, social evolution or robotics. Hence, organisations with a need to be authoritative will likely get more out than, say, a drinks company where the brand is often remote from core activities.
social media strategies are often sparked by technology or trends. I’ve heard strategists focus on Pinterest because of its popularity not necessarily because there was a clear correlation between Pinterest users, behavior, and business opportunities. This is also true for most popular or emergent platforms.